Content is King ! But where do you start ?

Louise Schirmer - CUB

iMedia Brand Summit

Today:

3 3

3

Content is King

‘‘Content’ means the creation of original content or the curation

of content for the benefit of your audience. ‘Marketing’ means

getting people to discover and engage with your content.’

Gilad de Vries

Audio

Games

Apps

Contests

Comments Text

Graphics

Photos

Videos

Content is…

Why is Content King ?

Most importantly………

It’s the reason that people are engaging with digital channels.

Providing path to purchase

Influencing Customer Decisions

Soliciting Feedback

Functionality Building Trust Information Enjoyment

Welcome to the Attention Economy

Where to start ? – Strategic approach to each

channel

Websites

Deeper content,

specific detail,

end of the path

to purchase

Social Media

Conversations, and

conversation

starters, Badge Me

Visual Social Media

Stories and Videos –

entertain me, Badge

Me

Mobile Apps

Functionality and

entertain me on the

go

What is the objective in the overarching communications plan ? What’s the

consumer experience objective ?

Profile 1

How do we get Consumers there? Online Content Drivers

…to seek out INTERESTS

…to fulfil interest NEEDS

…from BRAND / PRODUCT

• Sports results

• Tickets to

sports events

• Product info

• Brand history

• Responsible

drinking

• Right to play in

“sports”

• Sports

Profile 2

• Tickets to

music events

• Access to

exclusive music

content

• Product info

• Brand history

• Responsible

drinking

• Right to play in

“music”

• Music /

entertainment

What are our consumers looking for online…

15

What where ? Digital Touch Point Roles & Priorities

Awareness

Engage & Educate (Accept)

Drive Trial (Respect)

Loyalty (Commit)

Media

Part

ners

hip

Paid

Searc

h

Influ

encer

Outr

each

Natu

ral

Searc

h

Mobile

App

Website

eD

M N

ew

sle

tters

Mobile

Adve

rtis

ing

Life

sty

le S

ponsors

hip

Sport

s S

ponsors

hip

Off-P

rem

ise A

ctiv

atio

n

On-P

rem

ise A

ctiv

atio

n

Priority Objective for KPI setting Secondary Objective

Dis

pla

y B

anners

Facebook

Fan P

age

1. Prioritise 2. Pilot

Onlin

e V

ideo

Dig

ital

Coupons

3. Phase Out

How do we get there? Digital Property Roles, Content & KPIs

17

•KPI: Drive loyalty •Role: Fan community interested in Brand, Sports & Music •Traffic source: Facebook Ads

•Traffic push: Website for further engagement

Facebook

Fan Page

•KPI: Engage & Educate •Role: Entertainment channel for Sports and Music Enthusiasts • Traffic source: YouTube Promoted Video Ads / Community Seeding

•Traffic push: YouTube Channel for further video content

Brand Channel

•KPI: Engage & Educate •Role: Customer Service •Traffic source: Promoted Tweets

•Traffic push: Website / YouTube for further content

Twitter Feed

•KPI: Drive Trial •Role: Highlight brand relevant news and upcoming Sports promos •Traffic source: Sign-ups via paid search, display banners

•Traffic push: Website for further engagement

eDM newsletters

•KPI: Engage & Educate •Role: Compass to direct consumers to other digital touchpoints •Traffic source: Facebook Ads, Display Banners, Video click-throughs

•Traffic push: Facebook Fan Page, Twitter Profile, YouTube Channel

Brand Website

Think about Customer journeys to Deepen

Engagement

Offline

Experience

How do we seduce the consumer into a deeper experience ?

Landscape Analysis

Keyword Search

Volume of Content

Audience Persona

Competitive Analysis

Opportunities

Challenges

Quantitative & Qualitative Analysis

Ingredients to the Recipe

Top things to consider when approaching content

planning

Focus on audience-centric, top-down brand narrative development that considers bottom-up, channel-specific

audiences and function

Begin to think like content creators and

curators

Follow a process to discover, develop, and

refine content

Think of content as conversation

Engaging content today leads to more visibility

tomorrow

Case Study

The Challenge

42%

37%

15%

4%

1%

2%

52%

28%

14%

4%

1%

1%

18-24

25-34

35-44

45-54

54-64

65+

Who is talking about VB

Male Fans of the Page

Male Demographic

Age

Target Audience

52%

28%

14%

4% 1% 1%

37% 34%

20%

7% 1% 1%

18-24 25-34 35-44 45-54 54-64 65+

All Content Cricket Content

52%

28%

14%

4% 1% 1%

40% 35%

19%

4% 1% 1%

18-24 25-34 35-44 45-54 54-64 65+

All Content NRL Content

Change to Vic Bitter Fan Demographics

16/08/12

18-24: 31.7%

25-34: 31.6%

35-45: 12.6%

45-54: 3.15%

0%

0.5%

1%

2.6%

55 +: 2.11% 3.4%

17/07/12 16/07/12 17/06/12

18-24: 32.1%

25-34: 31.4%

35-45: 12.5%

45-55: 3.01%

18-24: 31.7%

25-34: 31.5%

35-45: 12.5%

45-54: 3.07%

-1%

1%

0%

2%

55 +: 2.06% 55 +: 2.04% -1%

18-24: 31.7%

25-34: 31.5%

35-45: 12.5%

45-55: 3.07%

55 +: 2.04%

% make up of Vic Bitter (Male) Fans – After One

Month

% make up of Vic Bitter (Male) Fans – Month Two

Changes to Demographics Engaging with Content

18-24: 30.8%

25-34: 32%

35-45: 16.3%

45-55: 0.9%

18-24: 24.5%

25-34: 33.7%

35-45: 16.9%

45-54: 6.0%

-20%

5%

3%

543%

55-64: 0.63%

65 +: 0.9%

55-64: 1.1%

65 +: 0.9%

43%

0% 0%

18-24: 28.5%

25-34: 31.1%

35-45: 15.3%

45-54: 5.7%

-8%

55-64: 1.6%

65 +: 1.0%

45%

18-24: 24.5%

25-34: 33.7%

35-45: 16.9%

45-54: 6.0%

55-64: 1.1%

65 +: 0.9%

16%

-9%

-5%

11%

% of engagement - Vic Bitter (Male) Fans – Month

One

% of engagement - Vic Bitter (Male) Fans Month Two

Example

Questions?